How Zalando Got to a Mobile Traffic Share of 67% and Mobile Order Share at >50%

Those numbers show clearly how Zalando has to go “mobile first” (or, even better, “mobile native”). And this is what the company has been doing for some time now. Almost every new initiative has mobile at its center: Think Zalando’s mobile apps Fleek, MOVMNT, Zipcart, FashionFlow and Seen At.

Changes made to he app at the turn of the year included variations to the search and navigation, but they also saw a greater focus put on rich fashion-related content and imagery. […]

[“] app-exclusive content,” Naweed, explained to Essential Retail.

“It’s content that you do not get across any of our other digital channels, and that is quite a deliberate choice because one of our KPIs is about getting people to come back more frequently to our app. For us it’s a challenge – as it is for every other retailer – to really provide reasons for people to come back every day. Content for us is one of those reasons.”

Mobile shoppers matter not just because of the shift of devices in use in general but also because one can create greater customer loyalty:

Mobile shoppers at Zalando are viewed as the most loyal of all the company’s customers, apparently connecting several times more than across other channels. […]

Zalando moves fast in integrating local aspects to make sure the app has features users expect:

Zalando does not typically use third-party software providers when it comes to mobile development, but its markets team do analyse each individual territory to ensure the local aspects of the app are on trend in terms of product and functionality. This is particularly relevant around the payments offering, with Naweed saying the UK version was quick to add Apple Pay as a transaction option due to the nation’s seemingly advanced used of this type of tech. Android Pay and – next year whe it launches in the UK – Samsung Pay will be closely monitored for their traction among consumers, too.

​There is an important insight hidden in there: Hygiene factors for mobile apps evolve right now far more faster than for other products.